TRUCKEE VISITATION (FY17-18) vs. (FY16-17)

Truckee Tourism Business Improvement District (TTBID) & Town of Truckee (IMCP)

KEY VISITATION METRICS Truckee.com (YOY) Traffic

Even when comparing a high snow year (2016-17) to a late start last winter (March 2018), Truckee.com continued to earn significant gains in traffic due to very large increases in E-Newsletter list size, social media, content creation, content accuracy and updating, business engagement with adding events and jobs, and paid digital advertising. 2.14X increase in TRUCKEE.COM SESSIONS = 114% Growth 2.22X increase in TRUCKEE.COM USERS = 123% Growth 2.76X increase in TRUCKEE.COM PAGE VIEWS = 176% Growth

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SESSIONS BY LOCATION

Sessions by Location: Demonstrating growth in the right areas primarily due to strategic changes in PR and Search Engine Marketing, the results this year are: 2X increase in Local (Truckee) sessions. 60,105 vs. 29,587 . 2.23X increase in sessions from Drive (Regional) market 251,146 vs. 112,348 . 13% decrease in sessions from SoCal market - 8,906 vs. 10,253 2.3X increase in sessions from National Direct Flight markets - 135,844 vs. 59,092 . 2X increase in sessions from International markets. 21,839 vs. 10,276 .

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LODGING Webpage(s) (YOY)

LODGING: Overall, strong growth at 28.7K up from 19.5K (47% increase) in sessions for Lodging content on Truckee.com. Page views at the individual property grew 39% e ven with the addition of a BOOK NOW button in fall 2017, prompting users to click directly into the property booking engine vs. next webpage down. PAGE VIEWS:

● Hotels earned the highest page views at 32K vs. 22K year prior. ● Nightly rentals earned the highest growth in page views at 95% increase; 10.6K vs. 20.7K. ● Rustic Lodges, B&B showed 2X growth at 4.8K to 10.8K page views.

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EVENTS Webpage(s) (YOY)

EVENTS: 2.12X increase in sessions 3.44X increase in page views to Truckee Events demonstrating high trust for site content quality and accuracy for events and activities in Truckee - reinforcing Truckee.com/events as the database of record.

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Truckee Events in Shoulder Season - Key Outcomes:

TTBID funded Truckee Craw Thaw (April 28-29) and Sagan Fondo (May 4-5) 2018, attracting strong PR interest. Both events have separate websites where all advertising, media and PR traffic is driven. Online traffic for those sites are not reflected in Truckee.com totals.

● TTBID funded the first annual Truckee Craw Thaw Music Festival, a new grassroots event produced by local restaurateur and Truckee Jazz Camp founder JJ Morgan of Moody’s and James Woodruff “Woody” of Crux Productions. Event occurred April 27-28, 2018.

o Truckee Chamber’s Marketing Team handled all marketing and promotion for event including logo, look/feel, website development, advertising plan/execution and PR/media coverage.

o www.truckeecrawthaw.com o Event Results o https://docs.google.com/document/d/1jYiOWt3yjkmhRFFrXbJci1Zl79UDp7kFuLfKa00v_qs/edit?

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● TTBID funded the first annual Bike Monkey’s Peter Sagan, Gran Fondo “Truckee Dirt”, occured May 3-5, 2018.

o Truckee Chamber supported producer’s marketing efforts in all Visit Truckee digital channels in addition to handling the neighborhood direct mailer, historic downtown flagpole banners and pre-event streets/highways digital signage.

o www.SaganFondo.com o Event Results o https://docs.google.com/document/d/1vOyNldjrHYKlMfsl3LhP1E5n3dTsokFKXU_I_15_VnI/edit?

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High Level ROI (Paid Advertising) - YOY Comparison

PAID ADVERTISING: From a Truckee brand awareness perspective, impressions increased from 7M to 15.7M. In regards to lead generation, 145.5K clicks (vs 66K prior year, a 2.18X increase ) drove to lodging and event web pages. As we conclude the second year in testing, optimizing and fine tuning paid media strategies from PPC to Display Banners and Social Media, we continuously improve while competition fluctuates in these markets.

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TRUCKEE DATABASE GROWTH SOCIAL MEDIA - DATABASE Important Metrics

● Truckee brand messaging on social media reached 5.5 million people, 2X over prior year.

● There were 9 million views of Truckee brand messaging due to over 2X the number of social posts (1,164) over year prior. Constantly pushing imagery of Truckee brand experiences, keeps us competitive.

Total Fans/Followers (Social Media) As of June 30, 2017 Fiscal Year End: 29,540 As of June 30, 2018 Fiscal Year End: 49,344 (1.67X increase) - surpassing our goal for 40,000 by 23%.

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VISIT TRUCKEE E-NEWSLETTER SUBSCRIBER - DATABASE Email marketing is still the number one means of driving an action from the recipient. When a Visit Truckee E-Newsletter gets sent, Truckee.com traffic spikes. Important Metrics

● We sent 16 Visit Truckee E-Newsletters vs. four in prior FY16-17 year. ● 189,412 vs. 18K the year prior received a Visit Truckee E-newsletter. ● Subscribers increased from 9,640 to 19,880 just shy of our goal for 20,000. ● We increased our open rate to nearly 30% based on high quality opt-ins and list scrubbing. ● Leads (clicks in the Newsletter) increased from 1K to 11K. to Truckee.com lodging and events

○ These leads can be considered very high intent lodging prospects.

TRUCKEE.COM RETARGETING - DATABASE We have a 25-day audience setup (a 25 day rolling number) with a rolling pool 26,000 people that are continuously retargeted on Social Media and the Google Display Network. That is up from 22,000 in year prior.

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TRUCKEE - BRAND AWARENESS - SOCIAL MEDIA & PUBLIC RELATIONS (FY17-18) vs. (FY16-17)

PUBLIC RELATIONS - JVP COMMUNICATIONS

Total Media Placements: 146 vs. 110 in 16/17 Total Reach/Unique Visitors Per Month: 269,804,417 vs. 224,544,558 in 16/17.* Media Placement Value: $5,935,697 vs. $1,400,000 in 16/17. ** Highlights:

● Significant regional media pick-up of Matador Networks award win as 2018 “coolest ski town” ● Feature coverage in outlets including the San Francisco Chronicle, Mercury News, Ritz-Carlton

Magazine and 7x7.com highlighting things to do, places to stay, shop and dine in Truckee ● Powder magazine produced a feature story focused on Morgan Goodwin and the Town’s goal of

achieving 100% renewable energy use ● Coverage in February 2018 issue of Sunset magazine highlighting Truckee as one of the "best places

to live” ● Media placements, including in the Los Angeles Times, continued to feature Truckee as among the

“best of” according to reader polls ● Pick up of inaugural Truckee Craw Thaw in NBC Bay Area’s “Worth the Trip” travel blog ● Placements in local and industry outlets including BikeRadar.com, CyclingTips.com, Truckee Sun and

Tahoe Weekly related to the inaugural Sagan Fondo event in Truckee ● National media placements generated around “Secret Garden” in Truckee ● National and regional media placements related to first snowfall on the last day of summer ● State-wide media pick-up of Truckee’s Cultural District designation

* Unique Visitors Per Month are only listed for outlets where the information was either provided in Cision or in the media outlets own media kit (if available online). As such, Media Placement Value is only calculated for those outlets where UVPM was available. Thus, coverage in smaller, niche publications and blogs are not included in total placements, metrics or media value, and broadcast outlets are not included in media value.

** NOTE: Additional $658K in golf media FAM tour value for 16-17. Data not available for 17-18 yet.

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TRUCKEE - BRAND AWARENESS - SOCIAL MEDIA & PUBLIC RELATIONS (FY17-18) vs. (FY16-17)

SOCIAL MEDIA AGENCY - IDEAL WILD

SOCIAL MEDIA Over the 17/18 fiscal year our social media efforts and strategies were focused on the main goals of growing our fan base, increasing web traffic from social media and increasing Truckee’s brand recognition (reach and impressions).

● Visit Truckee reached 5.5 million people on Facebook and Instagram, up 85% YOY. ● Visit Truckee's posts on Facebook, Instagram and Twitter were viewed 9 million times, up 107% from

the previous year. ● Lead Generation:

Through highly targeted campaigns social media content focused on Truckee five themes:

1. Trails - Hiking, Mt. Biking, Cross Country Skiing, and paved scenic paths. 2. Cuisine - The locally grown “food scene”, farmers market, breweries, pop-up dinners, restaurants and

foodie focused events 3. Art, Culture, and History - The “truckee cultural district”, makerspace, live music and events. 4. Scenery and Adventures - featuring weekly photography of Tuckee’s mountainous landscape, snow

sports, summer sports, and athletic events 5. Families - Truckee as a destination for the entire family including children based events and activities

for all ages. Seasonally, we leveraged reasons to come with the following:

● Fall Off-Season Lodging: In Fall we promoted off-season lodging deals and specials. This lodging campaign generated 2,114 click throughs to the lodging page.

● Winter Promotions: We kept a close eye on the local ski resorts' mountain status and snow conditions (Squaw Valley Alpine Meadows, Sugar Bowl Resort and Northstar California) and ensured Truckee’s local resorts are being promoted equally on all social channels - these posts included mountain stats paired with village and action imagery. “New snow” posts reached record breaking numbers with one photo of Downtown Truckee reaching over 125,000 people.

● Winter Vacation Contest: Truckee.com/BigLife received 4,435 website hits from social media ● Spring Skiing and Off Season Lodging: In Spring we promoted off-season lodging deals and spring

skiing. This lodging campaign generated 4,034 click throughs to the lodging page. ● Sagan Fondo: we promoted in social media by resharing promoter generated content. ● Craw Thaw: In March, we announced the Truckee Craw Thaw Music Festival on all social channels.

The event received 260,284 impressions, reached 165,194 people and received 794 event responses on Facebook.

● Summer Vacation Contest: Truckee.com/BigLife received 4,483 website hits from social media ● In May, we introduced a Lead Generation campaign on Facebook promoting our event based summer

newsletter. This campaign received 1,142 email sign ups at the cost of $0.88 per sign up.

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TRUCKEE - CALIFORNIA WELCOME CENTER Calendar 2016 vs. 2017

The California Welcome Center (CWC) hosted 221,071 visitors in 2017 vs. 196,886 in 2016 and 161,832 in 2015 - showing significant visitation growth year over year. CWC operations and staffing is entirely managed by the Truckee Chamber of Commerce and 100% funded by the Town of Truckee as a key destination visitor service and transportation hub. Truckee Visitation - California Welcome Center

The Truckee Visitor Center transformed to become a California Welcome Center back in August 2009. At that time, the Visitor Center saw about 40,000 visitors a year. Now nearly 10 years later, over 220,000 visitors come through the Welcome Center annually. The Truckee Chamber of Commerce manages and operates the California Welcome Center on behalf of the Town of Truckee and in partnership with Visit California – the State’s powerful marketing arm to the California Office of Tourism.

More than 1.5 million visitors stopped into Visit California’s 16 Welcome Centers in FY17/18. These Welcome Centers serve as the state’s concierges for curious travelers. California Welcome Centers are a key touchpoint with travelers, providing the expertise and resources to explore Truckee, the surrounding region, and the Golden State.

In 2017, the Truckee California Welcome Center:

● Received 220,000 people walking through the doors. ● Operated 363 days of the year (closed Thanksgiving and Christmas) ● Was open 9:00am-5:30pm, seven days a week. ● Was staffed with experienced concierge providing friendly, welcoming assistance to travelers by

providing information about Truckee lodging, dining, activity choices ● Provided assistance to travelers with public transportation questions.

The CWC staff works very closely with all of the transportation providers (local TART and shuttle services; Greyhound; Amtrak bus and train; private shuttles, taxis, etc) to have a thorough understanding of schedules, often patching together a variety of transportation means to assist travelers getting to their final destination. In addition, they are in tune with the rules and regulations of each transportation provider regarding their carriage of passengers, and work closely with individual drivers to handle “problem” travelers.

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